bai tap sinh vien

1. PRODUCT STRATEGY

2. The product is …
Goods, Services into the market
Goods Services into the market
attract the attention, buy, consumption
attract the attention buy consumption
meet customer ‘s demands

3. LEVEL of PRODUCT
After ‐ sales
Af l
Core Product
Features
Delivery Actual Product
Brand Design Warranty
Core
Core
Product
Augmented Product
Packing
Quality
y
Credit
(Potential Product)
Install

4. Actual Product

5. Core Product
Customers really want ?
y

6. Augmented Product

7. Classification of Products
by Using time
by Form of existence
y
by Consumer
by Consumer characteristics

8. by Using time
Short time
Long time

9. by Form of existence
Intangible
Tangible

10. by Consumer characteristics
Especially
Choice
Daily

11. Product Life cycle
Product have a limited life
Product sales pass through distinct stage
Product require different marketing
Product require different marketing
in each life cycle stage

12. Introduction
costs are very high
slow sales volumes to start
slow sales volumes to start
little or no competition
demand has to be created
customers have to be prompted to try the product

13. Introduction
Established distribution channels
Promote advertising and sales promotion
g p
Focus groups of customers willing to buy
Encourage customers to try
Information for potential customers
Information for potential customers

14. Growth
Sales volume increases significantly
Profitability begins to rise
fi bili b i i
Public awareness increases
Competition begins to increase
p g
Increased competition leads to price decreases

15. Growth
Continue to inform the public
Keep the price or down a bit, to attract customers
h i d bi
Product innovation, improve service quality
Entering new markets
g

16. Maturity
Sales volume peaks and market saturation is reached
Increase in competitors entering the market
Maintain or increase market share
Profits go down
Profits go down

17. Maturity
Modified products
Modified products
Find new markets for products
Modified marketing mix

18. Decline
costs become counter‐optimal
costs become counter optimal
sales volume decline
prices, profitability diminish
profit becomes more a challenge of production

19. Decline
Discounts
Narrow category
Cut off the small market share, the trade channel less effective
Make quick decisions to remove or retain any items
Make quick decisions to remove or retain any items

20. Thanks for your listening
y g